Although the number of people engaging in sports activities is expected to rise in the forecast period amid greater interest in health and fitness, this will have a limited contribution to sport drinks growth. Awareness of category products is still low in Greece and consumers remain uneducated around the benefits of the claims of sports drinks.
Given the rise in number of consumers engaging in sports and exercise, there is growing awareness of sports nutrition in Greece. Thus, the use of sports nutrition products and dietary supplements featuring electrolytes also compete with sports drinks.
Given that overall trends in soft drinks are favourable to reduced-sugar and sugar-free products, sport drinks will be no exception. Although this category traditionally attracts limited investment from manufacturers, major players are starting to introduce reduced-sugar variants.
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The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius.See All of Our Definitions
This report originates from Passport, our Sports Drinks research and analysis database.
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